CSG to buy marketing systems firm
CSG Systems International said it will acquire Quaero Corp., a marketing services provider (MSP) with expertise in customer strategy, analytics and marketing performance management. The purchase price will be $15 million in cash.
CSG may be on the hook for another $9.5 million, should Quaero meet a set of unspecified performance benchmarks.
Quaero’s products are used by marketing departments. CSG will integrate Quaero’s products with its own management and billing systems.
The combined products will allow cable and satellite system operators to use data from CSG’s billing system and other external data feeds to profile and predict customer profitability and behavior. Using that information, service providers can then design more effective programs for timely and pertinent customer interactions via their customer service representatives, Web sites, monthly statements, interactive messaging and direct marketing.
The Quaero product suite is used by companies in financial services, pharmaceutical/healthcare, media/publishing, travel/hospitality, consumer and high tech, giving CSG access to a new universe of potential customers for its print services, interactive messaging and e-communications, among other applications.
Peter Kalan, CSG president and chief executive officer, said, “With the capability to operationalize this data, CSG can now offer relevant, personalized marketing and customer care communications to support all aspects of the customer lifecycle, including customer acquisition, customer retention, collections, and up-sell and cross-sell programs.”
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